Law Firm Marketing Campaign

23 Feb , 2015

Here at D4 Creative Group we recently created and launched a campaign for the law firm Pond Lehocky Stern Giordano. Not only was it a huge success for our client but the campaign also won the Communication Arts Magazine 56th Illustration Annual Competition. So what did this campaign include and how did we go about getting the messaging across? One of the campaign pieces created was a :30 second TV spot, “Torn Apart”, which you can watch here. The campaign also featured out-of-home, and social media components, a documentary and featured three of the firm’s clients in original artwork. We are proud to say that the original artwork was the winner of the Communication Arts Magazine 56th Illustration Annual Competition. In order to create the award winning artwork, we reached out to Ian Wright, a world-renowned collage artist from Great Britain. Through utilizing pieces of the actual case documents, medical forms, insurance bills, and other records, Ian was able to create portraits of three clients. These three clients were Francis Elliot, George Beerley, and Barbara Daquilante all of whom suffered from life-altering injuries. Once completed the collages were blown up to wall-art size and are currently adorning the walls of Pond Lehocky’s new offices. Francis, George, and Barbara were also featured in documentary style videos. The videos recounted the stories of each individual. Be sure to stay tuned for the release of these videos as they will be available in the near-future. What was the approach to creating this campaign and the goal of the campaign? Our President, Kurt Shore, had this to say, “The campaign was an evolution of where we had taken the brand over the past three years. By focusing the advertising on the customer in such an emotive way, instead of the standard ‘we’ll fight for you’ egocentric legal advertising so popular today, we’ve helped the firm grow astronomically by every measure. The new Pond website we designed this year also reflects a brand that feels more like a national law firm rather than a regional company.” Our Executive Creative Director, Rich Wakefield tells about the goal of the campaign, “Our goal was unique in that we wanted to create a campaign that created homage to people, not cases. Our agency is always looking for the higher purpose our clients have to offer. They [Pond Lehocky] really do make differences in injured workers lives.” The campaign broke the mold of the usual worker’s compensation firm advertisements by taking an emotive and human approach. Francis, George, Barbara, and many more have been aided by Pond Lehocky. They are not just a court case, they are individuals.